제품 리콜의 심각성과 통제성이 고객 태도를 매개로 하여 보복행위에 미치는 영향

• 영문명: The Effects of Product Recall Severity and Controlability on Customer Attitude and Retaliation Behavior : Focusing on Chinese Shandong Province Consumers
• 발행기관: 한국무역연구원
• 저자명: 진의토(Yi-Tao Chen) 박현정(Hyun-Jung Park)
• 간행물 정보: 『무역연구』제14권 제5호, 437~455쪽, 전체 19쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2018.10.31

영문 초록

With security incidents due to product defects is increasing, Chinese enterprises have shown more concern toward product recalls ever since. These product recalls not only affect the safety of consumers, but also the reputation or survival of enterprises. The product recall can easily break the trust and attention of consumers. In order to keep consumers’ trust and strengthen their loyalty, enterprise should select remedial measures cautiously according to consumers’ different reactions after the recall incidents. This paper studies the relationships among product recall characteristics such as the seriousness of product recall and the controllability of enterprise, cognitive and emotional response of consumers and their retaliation behavior. Perceived risk, perceived trust and perceived betrayal were considered as mediating variables between the characteristics of product recall and consumer retaliatory behavior. Results indicate that managers need to identify the seriousness or controllability of product recall as well as the response of consumers. Companies should establish corresponding remedial measures according to the attitudinal changes as well as cognitive or emotional reactions of consumers.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구의 설계

Ⅳ. 실증분석 결과

Ⅴ. 결론

키워드

Act of Retaliation Perceived Betrayal Perceived Risk Perceived Trust Product Recall